Open Architecture in the Adobe Marketing Cloud - Summit 2014

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Open Architecture in the Adobe Marketing Cloud
Paolo Mottadelli | Sr. Mgr, Marketing Cloud Product Management

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
Paolo Mottadelli
Senior Manager,
Marketing Cloud Product Management
@paolomoz

Features
Why Openness matters to YOU: the long tail pattern
5%
100%
1 2 3

What is an open
architecture?
I
Why does “open”
matter?
II
Marketing Cloud open
architecture principles
III

What is an Open Architecture?I

1) The Web as it was originally designed. Open by design.
6
POST /
curl -F title=hello http://localhost:4502/foo
GET /
curl http://localhost:4502/foo.tidy.json
Demo

2) Modularity at its best
7
PLUG-IN ENGINE
HOST APPLICATION
PLUG-IN PLUG-IN PLUG-IN
PLUG-IN PLUG-IN
PLUG-IN PLUG-IN
PLUG-IN PLUG-IN
traditional plug-ins pure plug-in system

What makes a platform “open”
8
Extensibility requires
modularization
Reuse needs cleaner
structure
More use cases require
generalization
Open Architecture Open Standards Open Source
Communication
patterns
Architectural rules
Common interfaces
No lock-in
More eyeballs
More use cases
More users of any kind
More opinionated
developers

Why does "open" matter?II

Better code
10
✓ Better quality
✓ Better structure
✓ Better sustainability

Better security
11
X Security through Obscurity
✓ Peer reviewed
✓ Industry Standard

Better testing
12
✓ Standardized patterns
✓ Samples

Integration and extensibility
13
✓ Extension points are features
✓ Modularization
✓ Standards

7 Open Architecture PrinciplesIII
https://marketing.adobe.com

Open standards
The core infrastructure is based on Open Standards
and Open Source projects.
1
Infrastructure stack

Architecture in a nutshell
16
Java$VM$
Running$in$Servlet$Container$
or$Java$EE$Applica7on$Server$
Access$Control,$Versioning,$
Search,$$
Observa7on$
Fully$OSGi/Java$based$
modern$Applica7on$Stack$
$
Extensible$and$Modular!
Interac7ng$with$any$client$
run7me$
$
HTTP[S],$WebDAV,$…$
JCR$2.0$Content$Repository$
OSGi$5$Applica7on$Run7me$
RESTful$Web$Applica7on$Framework$

Open Core
17
Repository*
Applica/on*Run/me*
JCR:!Apache!Jackrabbit!
Search:*Apache!Lucene!
Content*Extrac/on:*
POI,!Tika,!PDFBox!
Search!Extensions!
Graphic!Rendering!
CIFS/SMB!Access!
Virtual!Repository!
TARHbased!
NodeHstore!
SharedHnothing!
Cluster!
Web*Framework:!Apache!Sling!
OSGi*Run/me:!Apache!Felix! Vault!&!SVN!Tools!
Web/Eclipse!IDE!

The OSGi container
18
Class%Loading%
Bundle%B%
V1.0.0%
Bundle%C%
V1.0.0%
Life%Cycle%
Service%Registry%
Services%
Security%
Bundle%A%
V1.0.0%
Bundle%A%
V1.0.0%
Bundle%B%
V2.0.0%
Bundle%A%
V1.1.0%
Bundle%B%
V2.1.0%

Why OSGi matters
19
Create Modular and reusable software
Create evolvable software
Create line of products
Your application is going to be OUTDATED. (Or buggy...)

Cloud stack
All of the Marketing Cloud solutions are developed
for cloud deployments for multi-tenancy using a
shared stack that exposes shared capabilities.
2
Infrastructure stack

Shared architecture Stack
Shared Cloud Infrastructure Big Data
Infrastructure
Big Data
Axle, Reporting, Predictive, Visitor Profiles
Content PlatformModular
Execution Runtime
REST
Framewo
Orchestration
BPM
Social
Infrastructure
Implementation
Infrastructure
Authentication
Web Development
Shared runtime
Deployment
Content Repository, JCR, Shared
Cloud, Transformations
Big Data
Axle, Reporting, Predictive, Visitor Profiles
(Data Connectors)
Content Platform
Content Repository, JCR,
Shared Cloud, Transformations
(Content Connectors)
Client Libs/Tags
Context
UX Framework

URLs matter
All URLs exposed by the Marketing Cloud are
carefully evaluated, designed and managed.
3
Web architecture

/assets.html/content/mac/geometrixx/banners/adventure.psd

/assets.html/content/mac/geometrixx/banners

/assets.html/content/mac/geometrixx

REST APIs are King.
All of the entities in the Marketing Cloud and all
solutions are exposed in a resource tree and bound to
clean REST APIs.
4
Web architecture

Consistent API design patterns/blueprints.
(URLs, JSON, PATCH, naming conventions, JSOP...)

Like the Web as it was originally designed.
28
GET /products/english/18846.html
Resource(Type(
Resolu-on(
Render(Code(Repository(Path(

Like the Web as it was originally designed.
29
POST /products/english/18846/comments/*
Repository*Path*
Title*as*node*
name*
Demo

CURL power
There should be a good reason for anything that can’t
be done with CURL.
4b
Web architecture Demo

Browser rules
All our UX is based on Web technology (HTML &
friends) for all channels.
5
Web architecture

Browser rules
32
We built for a Browser interface using HTML (html, js, css).
We support a JSON (JSOP) interface for both JS applications and
native apps.
1 2
PhoneGap

Shareframe Integration
<script src="https://marketing.adobe.com/etc/clientlibs/mac/mac-api.js"/>
/**
* Opens a share card.
*
* @param {Object} options Shareframe options.
*
* @param options.url        Permalink to the resource that is shared
* @param options.title      Title of the resource that is shared
* @param options.subtitle   Subtitle of the resource that is shared
* @param options.product    Product that is sharing (e.g. Analytics)
* @param options.type       Type of the resource.
* @param options.data       Object for type specific information
* @param options.auth.token    Authentication token
* @param options.auth.configId Authentication IMS config id
*
* Options specific to a "dv-report"
* @param options.data.dataURL    URL to a JSON resource to fetch data
* @param options.data.chartType "bar","trend","pie"
*
* Options specific to a "asset"
* @param options.data.url        URL to the asset
*/
tartan.shareCard(options);
33
Demo

One UX, one infrastructure.
All of the Marketing Cloud shares one UX and one
architecture and infrastructure stack for marketing
user interaction.
6
One pattern

Unified UI
• UI framework for web applications
• Backend agnostic
• Unification of all Adobe apps

Unified UI key principles
36
§Responsive and scalable layout
§.rem, font icons, embedded svg, markup driven
§Rich widgets
§less js, data attributes
§Mobile first
§Cutting edge technologies
§css3, html5, jquery JQUERY
Client UI
UI Config

Extension points
38
§ Components
§ Dialogs
§ Virtual resources
§ Resource merger
§ Client side eventing

One UX, one infrastructure.
All of the Marketing Cloud shares one UX and one
architecture and infrastructure stack for marketing
user interaction.
6b
One pattern

Marketing Cloud Experience and Solution Services
Media Optimizer
(Service)
Campaign
(Service)
Analytics
(Service)
Experience Manager
(Service)
Target
(Service)
Social
(Service)
ExperienceApache
WebServer
Delivers Web Experience
Proxies & Collates JSON and
HTML streams
Manages Dashboard,
ActivityStreams &
Social Graphs
Exposes RESTful
ActivityStreams &
Dashboard Configuration
Service
Cache & Load balancing
Transparent Reverse proxy
(mod_dispatcher)
Apache config
(1)Pushactivities(etc)toStreamsandDashboards
(2)RenderJSON/HTMLcardsviaREStfulService
http[s]://[*.]marketing.adobe.com/

Cross Solution Concepts
The foundational cross solution concepts of Digital
Marketing are not contained or defined in any single
solution but are managed and exposed exclusively by
the Marketing Cloud and bi-directionally accessed by
each solution.
7
One pattern

Cross Solution Concepts
42
METRICS
CONTEXT
ASSETS
CONTENT
PLAN EXECUTE MONITOR
CAMPAIGN
CHANNELSAUDIENCES

The DNA of Marketing Campaigns
43
Right brain marketers create
campaigns by composing
experiences that place
content and assets into the
right channels.
ASSETS
CONTENT
CHANNELS

The DNA of Marketing Campaigns
44
METRICS
CONTEXT
AUDIENCES
Left brain marketers measure
and optimize campaigns by
defining audiences based on
collected context data that
combine behavior and
identity.

Accessing cross solution resources
45
Demo
Marketing Cloud provides
open widgets (and API) to
access cross cutting
resources.
ASSETS
3rd PARTY SYSTEM

ConclusionsIV

Adobe Marketing cloud is demonstrably open
1
Built on open standards, open protocols and
open source code
2
Makes a diﬀerence in terms of usability, quality,
testing, integration and lock-in
3

Want to follow up?
Reach out.
paolom@adobe.com
@paolomoz
Q&A

Open Architecture in the Adobe Marketing Cloud - Summit 2014

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